Facebook had an interesting year in 2017, from hitting 2 billion monthly users to having to testify at congressional hearings to explain how Russia was able to purchase Facebook ads in an attempt to influence the 2016 presidential election.
Whether you have been following this story or not, Facebook has already begun taking the necessary steps to fix the spreading of “fake news” and made updates across the platform. You can read more about each of the updates in 2017 here.
The policy that’s the focus of this blog post is the new Domain Verification Policy that will be implemented in “early 2018” from what we’ve been told by Facebook. Now why does this matter to your Facebook content marketing strategy? Here’s the Facebook version.
“We’re always working to limit the spread of false news on Facebook in order to support a more informed community. Last month we shared an update on why we’re removing the ability to modify shared link previews on Facebook. Starting today non-publisher Pages will no longer be able to overwrite link metadata (i.e. headline, description, image) … This will help eliminate a channel that has been abused to post false news. Impacted Pages can still program and preview how their link attachments will appear on Facebook using Open Graph tags and our Sharing Debugger.” There’s more in this blog post.
The short version: when you are scheduling Facebook content that comes from your website or client’s website, you will no longer be able to update the preview link, header text, or the image associated with the content. Whatever pops up from the link will be what you have to post.
How do you fix this?
To reclaim your content freedom (and prove you’re not posting fake news), you will have to verify your domain. If you are an agency, you will have to verify the partnership between your client’s business manager account and your own account to continue to update these essential features moving forward.
You have two different options that you can share with your IT department, web developer or whoever may have access to your web host (say GoDaddy.com for example). Facebook provides a step-by-step process to complete this change. You can find it here.
If you are a business and already have a business manager account, you are all set and will be able to continue posting great content!
However, if you are an agency posting on behalf of a client, you’ll have to take a few more steps to complete the process. If your client already has a business manager page, you will need to work with their team and have them “assign” you as a partner. If they don’t have one, you will need to work with them to create one and then follow the steps at the link.
Some key takeaways here:
- Understand why Facebook is implementing this policy and when it will happen.
- Be proactive and follow policy updates as we move into 2018. We suspect there will be more information early on in Q1.
- Take the “sooner rather than later” approach through the domain verification process. It will save you the headache when it officially rolls out.
Noah Fleming is digital and inbound marketing specialist at WordWrite. You can reach him at firstname.lastname@example.org.